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How to Target and Analyze Facebook and Instagram Ad Performance_.gif

How to Target and Analyze Facebook and Instagram Ad Performance?

Guest User January 8, 2021

When it comes to advertising, your dollars go further on social media. Point blank. But if you’re new to backing your brand financially on social, knowing how to get the best bang for your buck can feel overwhelming. We’re answering your most asked questions and breaking down the basics of how you can truly target and analyze your Facebook ad performance.

How does the connection between Facebook and Instagram matter when it comes to social ads?

Instagram audience profiles are built into Facebook’s data. So Facebook and Instagram share the data they collect about you with each other and with advertisers on their platforms.

What are the benefit of Instagram’s in-stream ads?

The best part about Instagram in-stream ads is that they aren’t intrusive to the average user. However, as a brand that’s a catch 22 because you may also see likes and engagement without conversions if you’re not careful. Think about how many times you just double-tapped on whatever you found in your feed without looking closely at what ad you’re tapping on.

What about Instagram stories? 

400 million people use Instagram stories every day and a third of the MOST VIEWED stories are from brands and businesses. So yes, Instagram stories ads can definitely convert. Here’s what we recommend…

  • You can create a 15-second video ad with Facebook‘s creative hub or ads manager.

  • A photo ad will play for five seconds whereas a video ad will play for 15 seconds — so choose wisely.

  • Carousel ads allow companies to feature three to five pieces of photo or video content in a row.

  • For stories, ads should be short and to the point with an easy to understand call to action.

Dollar for dollar looking at Instagram vs Facebook ads, where will your money go the furthest? 

We say Facebook ads. So does, WebFX, who says that the average cost per send for Facebook is less than $1 with Instagram coming in at $4. Here’s a tip: if your audience is on Facebook at all, you will probably pay less to reach them with an ad on Facebook. And while people love to say that Facebook skews older, Facebook actually reaches consumers of all ages. A younger demographic is on both Facebook and Instagram while an older demographic may only be on Facebook.

Where can I see all of the data on my Instagram ads above what I can see on Instagram insights?

You can get even more data than it is available on Instagram insights by going to Facebook Ads Manager to view the information for ads you’ve run on Instagram

How do I know if my ads are successful?

Do not judge by likes or comments, especially on Instagram. Vanity metrics are on the outs, it’s time we focused on what really matters like the number of targeted consumers your ads reach and how that reach converts to revenue.

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Tags Facebook, Facebook Ads, Instagram, Ad, Ads, Advertising, Social Advertising
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Astrid James Cafe.gif

Social Advertising: How, When and Where to Spend Your Ad Dollars

Guest User November 13, 2020

It started on Facebook and spread to Instagram… the slow but steady downfall of organic reach on social. The more time goes on, the harder it becomes to get your content in front of people’s eyes for free.

But WAIT! Before you go deleting your brand’s social media accounts and thinking it’s not worth your time, think again. Social advertising is one of the most inexpensive and effective places to invest your brand’s marketing budget.

According to Disruptive Advertising, it’s even more affordable than Google AdWords, especially when ad campaigns are given a high relevance score, which means Facebook believes your ad is a good fit for your target audience, resulting in a lower cost per click.

We’re breaking down how, when and where you should consider spending your advertising dollars below:

Have a strategy behind every ad. Consider the following… who is my target? Will they be a cold audience or a warm audience? IE, do they already know my brand or am I introducing them to my brand? Which stage of the funnel are they in exactly? What is the goal of the campaign? Do I want leads, brand awareness, site traffic, sales, or something else? Don’t create an ad without a strategy.

Choose your ad’s objective for Facebook VS Instagram. Is your goal brand awareness? Reach? Website traffic? Engagement? App installs? Video views? Lead generation? Messages? Conversions? Catalog sales? Store visits? Decide what it is and create your ad based on that goal.

Decide what the goal of your call to action is. Does your call to action drive people to your profile, messages or website? Are you looking to grow followers and engagement or boost revenue?

Select your ad’s format. Consider what will perform best for each specific ad. It could be a single image, a video, a carousel or both. This also includes deciding where you want your ad to be displayed whether this is on the static feed, in stories or in messenger.

Get specific with target audiences. Create specific audiences and target based on locations, interests, age and gender. You should start creating your ad campaign with a strong idea of who you want to target—flesh that out beforehand.

Set a budget and use it efficiently. For clients on our most affordable packages, we set a monthly budget of $100 and boost every single post with roughly $2 to $5 per day. And just that small of an investment can really POWER UP your reach and results.

Evaluate whether your goals were met. What are your impression and reach? How many saves and shares did you have? How much revenue did you capture? What’s your cost per acquisition.

Double down on posts that perform well. Don’t be afraid to put more money behind a post once you see that it is performing well. On the flip side, monitor ads that aren’t performing and tweak them accordingly or even stop them, if need be.

If your ad is rejected, figure out why. You can appeal posts that were not originally approved if you build a strong case. If you win, your post will be boosted ASAP.

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Tags Social Media, Advertising, Ad, Ads, Social Advertising, Money, Facebook Ads, Instagram Ads, Budget
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Oak Street Social

Oak St. Social is a Chicago based social media marketing firm dedicated to elevating unique brands into household names. From brand consulting to copy writing to social media management & campaign development - we are devoted to connecting and creating a community for both big and small brands. We've never met a hashtag we didn't like. Our goal: empower consumers to start talking about you! That all starts by talking to us...let's collaborate.

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